Digital marketing is gaining momentum, with a projected annual growth rate (CAGR) of 9% from 2020 to 2026. Many companies want a bigger slice of the pie, with 63% already increasing their digital marketing budgets.
Here’s why more businesses are investing in digital marketing today:
• Email marketing returns $36 to $40 for every $1 spent. (Omnisend)
• 49% of companies say organic search brings the best return on investment (ROI). (Localiq)
• Pay-per-click (PPC) offers a 200% ROI, returning $2 for every $1 invested. (Google)
• Reports show search engine optimization (SEO) and content marketing deliver the highest ROI. (Databox)
• Facebook Ads and Google Ads have the top ROI rates among paid ad channels. (HubSpot)
• Small businesses claim email marketing is their most profitable channel. (HubSpot)
Digital marketing gives you countless ways to connect with your audience. But with so many choices, figuring out which strategies actually work can be tricky.
The key is finding what clicks with your customers and delivers real results.
Learn which channels work best for your business as we cover topics, such as:
• So, How Do You Choose the Right Digital Marketing Channel for Your Business?
• Top 10 Digital Marketing Channels To Promote Your Business
• Is One Digital Marketing Channel Strategy Enough To See Results?
• What Does a Digital Marketing Strategy Look Like on a Limited Budget?
• Are There Any Non-Negotiable Channels When Building a Strategy?
So, How Do You Choose the Right Digital Marketing Channel for Your Business?
Not every digital marketing channel will work for your business. These tips will help you find what works best for your audience:
1. Define Your Marketing Goals
The first step in any marketing campaign is to set priorities. To do that, you need clear goals that guide your focus and help you choose the channels to deliver the best results. Marketers who set specific goals are over 300% more likely to succeed. (CoSchedule)
SMART (specific, measurable, attainable, realistic, time-bound) goals ensures your objectives aren’t just vague to-do items but clearly defined targets you can work toward.
For example, instead of setting a broad goal like “increasing social media engagement,” set a goal that leads to a specific outcome you can track, such as clicks, likes or new followers.
Here are some goals to consider:
• Boost website traffic by 20% within the next three months by creating a targeted blog content strategy.
• Establish thought leadership by publishing at least five guest articles on authoritative industry websites within the next six months.
• Grow your social media following by 1,000 new followers across all platforms within the next eight weeks.
• Increase email sign-ups by 10% this quarter through optimized landing pages and social media promotions.
2. Know Your Target Audience
Understanding your target audience is essential for building strong relationships and communicating effectively. When you know who you’re trying to reach, you can create content that speaks directly to their needs and aligns with your brand’s goals.
Once you’ve set your goals, focus on figuring out who your ideal audience is. Ask yourself:
• Who are they? (age, gender, interests)
• Where do they live? (location)
• What do they do? (occupation, hobbies)
• When are they online? (peak times)
• What challenges do they face? (pain points)
Use demographic data, social listening and customer feedback to fully understand your audience. The better you know them, the more effective your content and campaigns will be.
Google Analytics is a great free tool to start with. In the acquisition tab, go to the Channels report under All Traffic for an overview of how users get to your site.
3. Set a Marketing Budget
With your goals and audience defined, the next step is to set your marketing budget. A clear budget outlines how much you can invest in each channel, tool or tactic so you don’t overspend or stretch your resources too thin.
Questions to ask when setting your budget:
• Total Budget: How much can you realistically spend on marketing?
• Channel Allocation: How will you split your budget across channels (social media, paid ads, content marketing, etc.)?
• Marketing Tools and Software: What tools do you need (analytics, scheduling software, etc.)?
• Content Production: What are the costs for creating videos, graphics or blog posts?
• Paid Advertising: How much will you invest in paid ads to boost reach and engagement?
It’s also important to note that marketing channels come with different price points and timeframes for results:
• PPC, social media ads and video ads cost more but deliver quick, measurable results.
• Organic SEO, content marketing and email marketing are more cost-effective but take longer to show results and are harder to track.
Combining organic and paid strategies offers immediate visibility and drives sustainable growth.
4. Conduct Competitor Research
Competitive analysis is comparing your brand to your competitors to see what they’re doing right and find opportunities for your business. It can help identify which channels your competitors use successfully to reach your shared audience.
This insight ensures you’re focusing on platforms that offer the most potential for engagement and growth in your market.
Some tools you can use for competitive analysis: Semrush, Sprout Social, Ahrefs, Buzzsumo and MozBar.
5. Draft a Tentative Plan
Once you have a good idea of your goals, audience and competitor landscape, it’s time to head to the drawing board. Start by sketching out a basic plan for how you’ll use each channel.
Decide whether to manage it in-house or hire a digital marketing agency. Managing everything internally can save money but may take more time and resources. An agency might cost more upfront, but they bring specialized skills and proven tactics to help you achieve your goals faster.
Alternatively, consulting with a digital marketing expert can offer insights while keeping you hands-on.
6. Test, Monitor and Adjust
Marketing isn’t static. The best digital marketing strategies evolve based on constant testing and feedback.
Once your plan is in motion, track performance. It’s trial and error at this point. You can use tools like Google Analytics to assess each channel’s performance.
GA4 allows you to track metrics such as:
• User acquisition
• Engagement rate
• Conversion rate
• Bounce rate
• Average session duration
• Customer lifetime value (CLV)
• Revenue per user
Additionally, make it a habit to revisit your strategy at least quarterly, at the end of each campaign or whenever significant changes are implemented. Regular reviews allow you to adapt and optimize based on the latest data and insights.
Top 10 Digital Marketing Channels To Promote Your Business
There are dozens of digital marketing channels, but we’ve selected 10 of the most effective options to help you reach your audience.
Here’s a closer look at each channel and how it can benefit your business.
1. Search Engine Optimization
An organic result in the No. 1 position is 10 times more likely to receive a click than one in the No. 10 spot. (Backlinko) Moreover, ranking at the top SERP in your niche generates a 39.8% click-through rate (CTR) in 2023.
Search engine optimization helps your website rank well in search results for relevant keywords through keyword research, link building and on-page optimization strategies.
SEO benefits include:
• Improved traffic and visibility
• Stronger brand authority
• Higher potential for lead generation and conversions
There are also subsets of SEO, such as:
• Local SEO, which focuses on location-related keywords to capture nearby searchers.
• Enterprise SEO, which involves strategies tailored to the needs of large websites.
• Franchise SEO, which helps businesses with multiple locations rank on SERPs.
• Technical SEO, which optimizes website infrastructure to improve crawlability, indexing and user experience.
2. Pay-Per-Click (PPC) Advertising
While SEO is highly effective, it often takes at least six months to show results. Pay-per-click (PPC) advertising costs more than SEO tactics since you pay for each click, but they are known to deliver faster results.
Online advertising platforms like Google Ads, Microsoft Advertising and Amazon Ads allow you to bid on keywords. Ads are placed at the top of search results to capture the attention of potential customers.
PPC ads are also available outside of online advertising platforms, specifically on social media platforms like Facebook, Instagram and LinkedIn.
Benefits of using online advertising platforms and social media for PPC include:
• Immediate visibility on search engines
• Precise targeting options
• Control over ad budget and spend
• Measurable ROI and analytics
A Short Interlude: SEO vs. PPC
“SEO vs. PPC” is a popular topic for businesses choosing between long-term growth and immediate visibility. Here’s a quick look at the pros and cons of each:
| SEO | PPC | ||
|---|---|---|---|
| Cons | Pros | Cons | |
| Free, organic traffic | Takes time to build results | Potential for top SERP position | CPCs can be costly |
| Long-term benefits | Requires specialized skills | Immediate, measurable results | Ongoing budget and optimization needed |
| No need for on/off management | No guarantee of ranking | Full control over ads and ad extensions | Clicks and impressions rely on budget |
| Cost-effective over time | Competitive and crowded | Easy to scale up or down | Can require advanced PPC skills |
| High CTR potential | Lower conversion rates than paid ads | Precise audience targeting | Costs can add up quickly |
| Lower initial investment | Limited control over SERP changes | Access to marketing data | Complex campaign management |
3. Search Engine Marketing (SEM)
SEO and SEM are not the same — don’t get it twisted. The main difference is that SEO focuses on building organic traffic through strategies that improve your site’s ranking naturally over time, like optimizing keywords, improving site speed and creating valuable content.
SEM, on the other hand, includes paid advertising, where you pay to appear at the top of search results. But unlike PPC, which focuses solely on paid ads, SEM combines paid and organic strategies to boost visibility.
This way, SEM offers faster visibility, while SEO is a long-term strategy to build sustained traffic without paying per click.
SEM benefits include:
• Immediate visibility in search results
• Control over budget and ad targeting
• Quick, measurable results
• Ability to target competitive keywords effectively
4. Social Media Marketing (SMM)
Social media for small businesses and even big enterprises is a hotbed for driving leads. Statista reports that 5.22 billion, or 63.8% of the world’s population, are social media users.
This massive reach makes social platforms ideal for building brand awareness, engaging with your audience and driving traffic to your website.
Social media for small business, especially, offers a cost-effective way for new brands with limited marketing budgets to gain visibility and connect with their audience.
The best social media platforms for business include Facebook, Instagram, LinkedIn, X (formerly Twitter), YouTube and TikTok.
Social media for small business and enterprises is best for:
• Building brand awareness and credibility
• Engaging directly with customers and prospects
• Reaching targeted audiences with precise ads
• Sharing content that could potentially go viral
• Gathering real-time feedback and customer insight
If you need help choosing the best social media platforms for your business, you can always consult an expert.
5. Content Marketing
For 74% of companies, content marketing is a key driver of lead generation. (Forbes)
Content marketing involves creating and sharing valuable content to attract, engage and retain an audience. While blogs are a popular format for many businesses, other options, such as video content, podcasts, infographics and interactive tools, can also help you connect with your audience.
Content marketing is best for:
• Building brand trust and authority
• Engaging and educating customers
• Improving SEO and organic reach
• Generating leads and nurturing relationships
6. Email Marketing
Email marketing benefits businesses by providing a reliable way to reach your audience. With an average ROI of $36 to $40 for every dollar spent (Omnisend), it lets brands connect directly with subscribers through personalized messages, helpful content and promotions.
Email platforms also offer tools for segmenting your audience, automating campaigns and tracking data, making it a great option for retargeting customers who have shown interest.
Email marketing benefits include:
• Direct communication with your audience
• High return on investment
• Effective for retargeting and building customer relationships
• Simple tracking and optimization with built-in tools
But, like any strategy, email marketing has downsides. Emails can become spam or go unopened, and users may unsubscribe if messages are too overwhelming. You can prevent this by monitoring analytics and maintaining a quality subscriber list.
7. Web Design and Development
Bounce rates increase by 123% for every 10-second delay in website load time (Google). Web design and development ensure your website loads quickly and delivers a smooth, engaging experience that encourages visitors to return.
This includes page speed optimization, user experience (UX) design, eCommerce integration, website maintenance, responsive design and SEO optimization.
Web design and development is best for:
• Improving user engagement and retention
• Creating a seamless, mobile-friendly experience
• Boosting website speed and performance
• Supporting eCommerce and online sales
• Enhancing SEO for better search engine rankings
• Keeping your website up-to-date and functional
8. Influencer Marketing
An estimated 69% of consumers trust influencers’ recommendations when discovering new products or services (MarketingDive).
Influencer marketing strategies leverage the reach and credibility of popular figures like fitness influencers, beauty bloggers or tech reviewers to promote your brand.
Influencer marketing strategies offer:
• Increased brand awareness and visibility
• Authentic engagement with your target audience
• Trust and credibility from the influencer’s endorsement
• Boosted conversions and sales
• Access to a highly targeted and engaged community
9. Mobile Marketing Strategies
More than 50% of all website traffic comes from mobile phones (Statista), and 61% of consumers say they are more likely to purchase from mobile-friendly sites. (WebFX)
Mobile marketing strategies allow you to reach your audience through their mobile devices, using techniques like mobile-optimized websites, SMS campaigns and app-based marketing.
With more people shopping and browsing on their phones, having a mobile-friendly presence is crucial for engaging customers and driving sales.
Benefits of mobile marketing strategies include:
• Increased engagement with mobile-friendly experiences
• Higher conversion rates from optimized websites
• Direct communication via SMS and app notifications
• Expanded reach to mobile users
• Better customer loyalty with personalized offers
10. Voice Search
About 30% of internet users aged 16-64 worldwide use voice assistants each week (DataReportal), so if you aren’t already, now is the perfect time to optimize for voice search.
Voice search marketing involves optimizing content for natural language and conversational phrases. This makes it easier for voice assistants like Siri, Alexa and Google Assistant to find and share your content with users.
Benefits of voice search marketing include:
• Better visibility in voice search results
• Improved user experience with natural language
• Increased local search presence
• More opportunities to capture voice-driven traffic
Is One Digital Marketing Channel Strategy Enough To See Results?
Let’s put it this way: Brand X is a home goods store that just opened its first branch. After launching its website, it was eager to connect with potential customers and decided to invest in email marketing.
Email marketing is a strong choice for building brand loyalty and driving conversions. It’s personal, direct and effective at nurturing relationships with customers.
But does relying solely on email marketing guarantee success?
The short answer: NO.
Not all customers engage with brands the same way. While some respond well to email, others prefer finding information on social media or through search engines.
Plus, shoppers are often at different stages in their buying journey. Customer A might be in the research phase, exploring options and gathering information, while Customer B could be ready to purchase.
To meet customers where they are, it helps to use a mix of channels that reach them at each stage of the funnel.
This brings us to omnichannel marketing.
An omnichannel marketing strategy uses multiple channels to create a consistent customer experience across all touchpoints.
By doing so, an omnichannel marketing strategy allows you to:
• Connect with more customers on their preferred channels.
• Build stronger relationships by meeting customers where they are.
• Deliver a unified experience across all channels.
• Guide customers smoothly from interest to purchase.
• Gather data from multiple channels to understand customer behaviors and preferences.
• Keep customers engaged and coming back.
What Does a Digital Marketing Strategy Look Like on a Limited Budget?
The big question is: How can brands with tight budgets maximize their resources?
“The starting point for this, as it is for most brands on a very limited budget, is to be focused on impactful, low-cost channels,” said Seth Bredenkamp, Web Sales Engineer at Thrive Internet Marketing Agency.
Here’s how a strategy might look:
Social Media
Start with low-cost platforms like Facebook, Instagram and LinkedIn.
“Channels that let you reach the widest audience with minimum spend are ideal platforms to start building your loyal following through organic content and strategic ads,” Bredenkamp said.
Content Marketing
A blog integrated with SEO is key for driving organic traffic.
“Create valuable, shareable content that builds credibility and trust with your audience,” Bredenkamp said.
Email Marketing
Even with limited resources, email marketing ranks among the most cost-effective media. Bredenkamp said to “develop an email list and nurture it by sending personalized messages that encourage conversion.”
SEO
While it takes time to see results, Bredenkamp believes SEO is worth the investment.
“By ensuring discoverability for potential customers through on-page optimization like keywords, meta tags and content, you will improve the ranks of your website on search engines,” he said.
Paid Search
If a brand wants to accelerate its strategy with a more targeted approach, Bredenkamp explained that Google Ads can effectively capture customers actively searching for their products or services.
However, he cautioned, “Ad spend will need to be tracked to avoid blowing through your budget.”
By concentrating on these channels, a brand will be able to truly stretch a limited budget while still building a strong digital presence.
Are There Any Non-Negotiable Channels When Building a Strategy?
While specific needs vary by business, Bredenkamp emphasized that some channels are virtually non-negotiable:
• Website: A well-optimized website is crucial for establishing credibility and driving conversions. Bredenkamp explained that it should serve as “the hub of your entire digital operation,” anchoring all other efforts.
• Social Media: Given how much time people spend on social platforms, Bredenkamp said businesses must create a presence on at least one. “It’s a chance for businesses to speak with an audience and establish some trust.”
• Email Marketing: “Even on very constrained budgets, it remains a powerful channel to nurture leads and customer relationships in the long run,” Bredenkamp said.
• SEO: Though it requires a longer-term commitment, SEO is indispensable. It drives organic growth by ensuring visibility on search engines, which Bredenkamp described as “very essential for organic growth.”
These core channels form a stable base and should, therefore, receive greater priority in any strategy.
Need Help Building a Winning Digital Marketing Strategy?
Choosing the right digital marketing channels starts with understanding your audience and business goals. Test a few channels that align with your objectives, then track your results to see what works best.
Focus your efforts on the channels that drive the most engagement, and refine your strategy for lasting success. When in doubt, partner with a trusted digital marketing agency
Thrive Internet Marketing Agency can help you develop a custom strategy that aligns with your goals, fills gaps and boosts your online presence through the right channels. We use an omnichannel marketing strategy, ensuring your brand reaches customers on whatever channel they prefer.
Here’s how Thrive sets your business up for success, according to Bredenkamp:
• Discovery and Market Research: We begin by understanding your business goals, pain points and audience, paired with in-depth research of your industry and competitors.
• Custom Deliverables: From SEO-optimized websites and content calendars to social media campaigns, we tailor deliverables to meet your specific needs.
• Data-Driven KPIs: We set measurable performance indicators, such as lead generation or website traffic, to track progress and ensure your strategy delivers results.
• Ongoing Optimization: Using real-time data and analytics, we continually refine your strategy to maximize ROI and keep your brand competitive.
• Transparent Communication: Regular updates and collaboration keep you informed and aligned every step of the way.
Let us guide you toward success with a digital marketing plan designed just for you, as we have done with countless clients.
Speak with our digital marketing team today to get started.
